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Ticketsolve User Group Day: Heather Maitland Presentation
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Ticketsolve User Group Day: Heather Maitland Presentation

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A presentation from Heather Maitland given at our Ticketsolve User Group Day February 2011.

A presentation from Heather Maitland given at our Ticketsolve User Group Day February 2011.
Making the most of Ticketsolve

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  • Data is Buried Treasure!
  • 9 mixed programme venues All but one of these venues do film and it includes their data capture for film.
  • 9 mixed programme venues All but one of these venues do film and it includes their data capture for film.
  • Any guesses? Write on the card nice and big what you think the average data capture rate across the 19 organisations

Ticketsolve User Group Day: Heather Maitland Presentation Ticketsolve User Group Day: Heather Maitland Presentation Presentation Transcript

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  • Ticketsolve User Group Day 10:30 Introduction - Paul Hanly 10:45 Marketing - Heather Maitland and Paul Fadden 12:15 Mailchimp and Google Analytics - Paul Hanly 1:00 Lunch 2:00 Customer Testimonial - Jamie Jenkin - Royal Court Liverpool 2:15 Review and Development Path - Sean Hanly 3:30 Wrap Up and Q & A
  • Making the most of Heather Maitland & Paul Fadden View slide
  •   View slide
  • How can we increase income?
  • Sell more tickets
    • A show is selling slowly. Who should you target?
    • Our assumptions are often wrong so …
    • Wait until you have sold 100 (50) tickets.
    • What else have they bought tickets for?
  • The solution
  • Give away fewer complimentary tickets
  • Unnecessary comps?
    • Who’s getting the comps?
    • Who’s giving them away?
  • The solution
  • Set up a membership scheme
  • Friends can become Friends Fiends
  • When is membership a good idea?
    • Increasing frequency:
      • Infrequent attenders don’t know us well enough to want to join our gang
      • Very frequent attenders are already totally committed to what we have to offer
      • How many fairly frequent attenders are there who could be persuaded to attend more often?
    • Would we have to give away more money than we get?
  • The solution
  • How can we get new members?
  • When is membership a good idea?
    • Increasing frequency:
      • Infrequent attenders don’t know us well enough to want to join our gang
      • Very frequent attenders are already totally committed to what we have to offer
      • How many fairly frequent attenders are there who could be persuaded to attend more often?
    • Would we have to give away more money than we get?
  • The solution
  • Keep more members
  • Did it work?
    • How many people renewed their membership?
  • Keep more members
    • Use email!
      • It’s cheap
      • You can see what works best
    • What should we say?
      • The subject line is crucial – what works best?
  • AB Testing with MailChimp
  • What is the most cost effective way for us to grow our audience?
  • Segmenting audiences
    • Frequency alone is not enough
    • We also need to look at what they bought tickets for and how
  • Length of relationship High High Low Low Number of events
  • Derby Live
  •  
  • Angels
  •  
  •  
  • The solution
  • How can we increase income ?
  • Increased income can mean increased losses
  • Contribution to overheads
    • Lincoln Drill Hall
    • Challenging:
    • Core:
    • Popular Culture:
    £300 £3,000
  • The solution
  • How can we convince people we’re not an expensive luxury?
  • We’re an important part of life
    • 26% of households in Ireland bought tickets from at least one of the 49 arts organisations participating in the Theatre Forum benchmarking project
    • How do you get this data for your organisation?
  • Pavilion Theatre
    • 18% of households in Dun Laoghaire bought tickets at the Pavilion Theatre in 2010
    • 8% of households in Dun Laoghaire –Rathdown bought tickets at the Pavilion Theatre in 2010
  • Pavilion Theatre   Unique Customers Private Households % of households buying tickets Dun Laoghaire 1,694 9,189 18% Dun Laoghaire-Rathdown 5,525 68,412 8%
  • The solution
  • Can we put up our prices ?
  • Price sensitive customers
    • Most people are not price sensitive.
    • So how do we find the people who are?
      • Bottom price payers in multiple price houses
  • The solution
  • Do we collect enough audience data to get accurate answers?
  • How accurate is the information?
    • Absolute minimum: 75%
    • OK: 85% or more
    • Excellent: 90% or more
  • Data capture: trends 2009: 94% 2008: 92% 2007: 89% 2006: 89%
  • How much data are we collecting? Is it any good?
  • Where’s the problem?
  • The solution
  • Summary